The North Face Wants to Own the Athlete Market and Beat Big Names Like Nike and Adidas

'Four-season, year-round brand' launches new campaign

Don’t miss Commerceweek, February 28–29 in NYC, to explore the technology and trends fueling commerce. Get strategic insights from leaders at The New York Times Advertising, Turo, TikTok and more. Register.

Gone are the days when sports retailers specialized in one thing. While Nike, Adidas and Under Armour are starting to look more like tech brands, The North Face is making a hard push to appeal to athletes.

Today, the outdoor brand and agency Mekanism launch a 30-second TV spot promoting Mountain Athletics, a program geared toward athletes that includes local training events, a mobile app and a line of gear.

"Athletes train for specific things, and it's about inspiring people to go outdoors," said Courtney Blacker, director of marketing at The North Face.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in